Opportunities to Build Trust
Patient-Provider communication about prescription medication faces many challenges.
improving it
Relationship Centricity
Communication Styles
Health and Marketing Literacy
Pharma and the life science industry can play an important role in
RELATIONSHIP CENTRICITY
The Patient Centricity Paradox
Pharma champions a patient-first philosophy it is structurally constrained from fully delivering
THE PROMISE
Patient needs at the center
Patients' needs, values, lived experience, and open communication guide decisions and support.
constraints
THE PRESSURE
The system has its own center
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Commercial priorities
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Regulatory boundaries
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Evidence limitations
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Operational role ambiguity
THE BETTER FRAMEWORK
Relationship centricity
Center the relationship created by patients and providers, then design for mutual clarity, trust, and impact.
The Patient Centricity Paradox
Pharma champions a patient-first philosophy it is structurally constrained from fully delivering.
trust
In PubMed Central, the first mention of the concept of 'patient centricity' was as recent as 2013. So, it’s not exactly a topic to which we’ve devoted a whole lot of peer-reviewed research. And this is concerning because that means there is not a universal or cogent understanding of the concept, yet alone a solid evidence base on which to structure products and services.
COMMUNICATION STYLES
For impactful patient-provider engagement, it's not just what is said...
it's how information is communicated.
Personality, demographics, and individual beliefs about the role and value of medicine influence the way patients and providers engage in health talk and decision making.
PATERNALISTIC
INFORMATIVE
DELIBERATIVE
Do your marketing and promotional services account for different communication styles?
They should.
We sometimes forget that the patient-provider encounter is a relationship in which both parties need to establish a trust bond for it to succeed. This means that we, as patients, are often surreptitiously evaluating the way our HCPs connect with us.
HEALTH AND MARKETING LITERACY
Health literacy regarding common diseases and therapies is deficient for most healthcare consumers.
Celebrate!
Again.
So why do medication marketing approaches assume otherwise?
Creating a more health literate populace needs to include educating consumers on the basics and nuances of pharmaceutical marketing and promotional services.
Fostering a better understanding of the "why" behind some of the these principles may help alleviate the distrust people feel toward pharma.
ON-LABEL COMPLIANCE
FAIR BALANCE PRESENTATION
ADVERSE EVENT REPORTING
OUR SOLUTIONS
Helping pharma increase engagement
The Plucky Patient supports pharma across the commercialization timeline, from strategy and planning to assessment, optimization and thought leadership.
STRATEGY AND PLANNING
CONTENT DESIGN AND DEVELOPMENT
SCIENTIFIC AND MARKET RESEARCH
ASSESSMENT AND OPTIMIZATION
JOURNEY MAPS AND OVERLAYS
